Conversion Sciences - Hypothesis Prioritization Framework

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Modified 3/22/2020

ANAL

Page Component
esis Prioritization Framework

ANALYSIS

Hypothesis Category
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HYPOTHESIS PRIORITIZATIO
Proof Impact
Analytics Support Recommendations
(1-5) (1-5)
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HYPOTHESIS PRIORITIZATION
LOE Visits Affected
ROI
(1-5) (1-5)
Scales Difficulty
1 I can change this easily
2 This requires some design work I can do
3 This requires a designer or copywriter's help
4 This requires developer time
5 This requires major design and development

Impact
1 Up to 5% Lift
2 5% to 10% Lift
3 10% to 15% Lift
4 More than 15% Lift
5 Significant Impact

Proof
1 No Proof
2 Evidence from one source
3 Evidence from multiple sources
4 Statistically significant source
5 Evidence from AB Test

Visits Affected (sitewide)

1 Less than 10% of visits
2 Less than 25% of visits
3 Less than 50% of visits
4 Affects crucial visitors
5 Affects all visitors

Buckets
Design
Messaging
Credibility&Authority
Social Proof
Security
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